Facebook Announces Topic Data for Marketers to Determine Their Audience’s Interests

Facebook is releasing topic data to page owners that gives more insight into the topics and subjects that their audiences are talking about on Facebook.

They do note that all personal information will still be private, as the data is anonymized and aggregated.

This data is meant to help brands understand their audiences better so they are able to market to them better on Facebook, as well as help select products and inventory based on this data. They can determine what’s relevant to their audience and ensure their marketing matches what their audience is looking for.

For example, with topic data:

• A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.

• A fashion retailer can see the clothing items its target audience is talking about to decide which products to stock.

• A brand can see how people are talking about their brand or industry to measure brand sentiment.

This new topic data will only be available to DataSift partners in both the US and the UK. At this time, every partner to want access to this topic data must be approved by Facebook. They may open up further, but it’s Facebook says their plan “is to iterate on topic data thoughtfully and deliberately, and look to expand its availability at a later date.”

It is unclear how much DataSift discharging potential partners for the state of as they are simply asking any interested parties to contact them instead.

If this becomes more widely available, it will have great used marketers as this data is normally only available through third-party sources and tends to be pretty pricey to gain access to it. But this is quite unique because of the discussion that users have daily on Facebook.

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Jennifer Slegg

Founder & Editor at The SEM Post

Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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